The challenge
Despite efforts, nature in the Netherlands is under pressure, and more is needed to restore biodiversity. Research shows that a significant portion 85% of the Dutch population believes it is their responsibility to protect nature, but a lack of knowledge and time prevents many from taking action. The new strategy will guide people in simple ways to contribute through time, financial support or sustainable behaviour.
Video · Laat de natuur leven 'Let nature live'
by ACE x Natuurmonumenten
The idea
The brand strategy, "Let nature live," marks a shift from "Nature lets you live." While the old strategy emphasized what nature can do and mean for humans, the new pay-off highlights people's responsibility to protect and nurture nature. This change is essential for Natuurmonumenten to achieve its ambition of creating a nature-richer Netherlands.
‘If nature was a brand, it would be the most popular brand out there’
Craft
We took a unique approach to producing the TV commercial: showing ‘the bigger picture’ of Dutch nature in a small, detailed and more tangible way. To stand out in the ‘green sea’ of nature visuals and campaigns, we crafted a world filled with Dutch nature in a three-dimensional miniature model. To make this all happen, we worked with production house Artillerie, director Patrick Louwerse and a team of experts in stop motion and puppet making. The diorama, in post-production enhanced by the latest digital techniques and motion graphics, serves as a set for the narrative of presenter Maurice Lede.
Making off 'Let nature live'
Music and sound effects
To bring everything together, music producer Sharkee created the music and sound effects. Our approach was a compelling but hopeful soundtrack that serves the visuals and voice-over. To create the base of the soundtrack, Sharkee used a music device that interprets the seemingly random patterns of nature and translates them into musical concepts. He then refined the most promising ideas into a full composition and created music for Natuurmonumenten that is deeply rooted in nature itself.
‘We were very inspired by how nature creates and grows it’s organisms: with attention to detail’
The result
The new brand strategy aligns with the multi-year vision of Natuurmonumenten to create a nature-richer Netherlands. All future campaigns and communications will be based on this strategy, enabling Natuurmonumenten to gradually create a widely supported movement.